A 21,000 sf bet on coworking, in the Dallas Arts District.
In 2017, St. Paul Place built out its second and third floors — 21,000 square feet combined — as a coworking and amenity destination designed to anchor the tower's identity in the Arts District. The space included private offices, open coworking, conference rooms, and outdoor areas meant to serve tenants across the whole building.
The operating model was conventional: the building signed a West Coast-based third-party coworking operator to run the space. Conventional in 2017 — coworking was in its land-grab era and third-party operators looked like the right default.
Four years. 15% occupancy. Losing money every month.
By 2021 it was clear the model wasn't working. The floor never exceeded 15% occupancy. Baseline revenue was just $15,000 per month, and the cost side — staffing, amenity operations, member services — was running so heavy that the space was losing money for the building month after month.
The bigger problem was strategic: an underperforming floor doesn't just fail on its own P&L. It fails the tenants above it, too. An amenity floor that sits empty is a vacancy the whole building feels every day.
The building terminated the agreement with the operator. Honeycomb stepped in, formed Cue as a wholly-owned subsidiary, and took over the space — staff, members, operations, and all.
Four moves, in order.
Deploy Honeycomb inside the space.
First move — automate the operational surface. Payments, access, conference room bookings, parking validation, member onboarding, all on a single platform. Operational overhead dropped by roughly 35% overnight, which reset the unit economics before any revenue work began.
Make Cue the heart of the building.
Instead of treating the coworking floor as an island, Cue actively took on building-wide amenity management — conference rooms, outdoor spaces, community programming for every tenant in the tower. Relationships with upstairs tenants became the flywheel: tenants used Cue's amenities, met Cue's staff, and started referring their own teams in as members.
Collapse the sales cycle to 15 minutes.
A prospective member could go from interested to fully operational in under 15 minutes — payment collected, access provisioned, parking set up, all automated end-to-end. In a world where traditional office leases take weeks, 15 minutes changes who you can sell to and how quickly demand converts.
Market directly to the neighborhood.
With operations right-sized and the product tight, Cue ran targeted outreach to prospective members in the immediate area — the people who'd walk past the building every day. Direct, local, and continuous. The best coworking customer is the one who can be there in five minutes.
12 months to profitable. 98% occupied today.
All good technology needs to feel human. Cue is where we work out how — we run the space, we hire the staff, we sit with the members. Every lesson we learn there goes back into the Honeycomb platform. It's the reason the technology doesn't feel like technology.
The operating arm. The testbed. The reason the software feels human.
Cue is not a side bet. It's Honeycomb's operating arm — the place we learn, at full cost and full consequence, how to build community inside a building, how to market to prospective tenants, how to lease and activate space. Honeycomb hires every member of the Cue staff.
It's also our testing ground. New features, new workflows, new ideas all run through Cue first. If an automation makes life easier for a Cue community manager on a Tuesday morning, it earns its way into the platform we ship to every other building. If it doesn't, we learn something cheap and move on.
Cue today operates two Dallas locations — both in buildings where Honeycomb was already deployed. That's not a coincidence. The platform is the foundation; Cue is what we build on top to prove what the foundation can carry.
Cue runs at thecue.work — memberships, private offices, and day passes are open now in both Dallas locations.